The gallery's head of communications, Danielle Chidlow, said she expects to begin the hunt in January, following the results of an initial brand review conducted by branding consultancy The Partners. The pitch is likely to be handled by the AAR, which brokered the appointment of The Partners earlier this month (Marketing, 8 December).
The successful agency will create the National Gallery's first brand advertising campaign. The gallery wants to focus consumer attention on its permanent collection, rather than on temporary exhibitions.
Recent reports that the government is to divert funds intended for historic institutions into a body that will monitor the impact of the proposed 'super casinos' have caused concern among galleries across the UK.